Blackpool has switched its tourism business to Advertising
Principles as part of its effort to broaden the appeal of the
The Leeds shop was awarded the pounds 500,000 full-service account after
a three-way pitch that also involved Manchester’s Stowe Bowden Wilson,
the incumbent on the business for the past six years.
The change of agency reflects Blackpool’s intent to present itself as a
high-quality UK holiday location. The town’s tourism bosses want to
translate a series of small-scale improvements - from a new star rating
system for hotels to more efficient litter collection - into a more
Advertising Principles is working on a new campaign scheduled to break
early next year to coincide with post-Christmas holiday bookings.
’The problem with Blackpool is that it has very high awareness, but the
advertising only generates responses from people already predisposed
towards it,’ Phil Hesketh, the agency’s managing partner, said. ’The
town will always be known for candy floss. We have to make sure that
even the candy floss is seen as good quality.’
The agency’s brief is to come up with catch-all advertising that will
attract a wide range of potential visitors - from pensioners looking for
out-of-season breaks to parents with small children who normally shun
what the resort has to offer. ’One of the difficulties we have is coming
up with a campaign which will encompass all these people,’ Hesketh
Advertising Principles aims to draw on expertise it gained when
analysing the changing holiday requirements of people at different
stages of their lives for a former client, Airtours.